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While the channel is still in process of finalising the move, it
is likely that in the next round of selections the channel will
be involving the "junta" as well.
The 20-episode series, covering each of the 20 Indian cities and
Hong Kong and Singapore, where auditions were held too, will go
on for 10 weeks. The channel has already begun airing a special
series of promotions from 11 June. In addition to the "tears
of joy, angst and ecstasy" promos, the channel will also be
putting up hoardings in all the 20 cities where the event was held.
"Although the target audience for reality shows would be the
youth, but glamour, especially Bollywood- related, is one such subject
that fascinates the young and old alike. Also, the housewives would
be interested in knowing who will be the next Shah Rukh Khan,"
gushes Zee Network vice-president marketing Ajay Trigunayat about
the show.
The India's Best-Cinestar Ki Khoj talent hunt will be replacing
the Farooque Sheikh- anchored personality show Jeena Isi Ka Naam
Hai. The Friday line up at Zee will now boast of Sansui Antakshari
at 8:30 pm, followed by an hour-long Cinestar Ki Khoj and
concluding with Hero Honda Sa Re Ga Ma Pa.
Although the channel isn't vocalising it, the fight is on with
the number two channel Sony. It seems like Zee has adopted a strategy
where it would counter Sony's thrillers with talent hunts.
At present, after the stormy 20 cities auditions, the channel has
zeroed in on the 80 finalists, who are being groomed for the next
set of auditions. While celebrity photographers like Daboo Ratnani
and Gautam Rajadhyaksha are getting their portfolios shot, the finalists
are being given a crash course in acting by Kishore Namit Kapoor.
"All the 80 contestants that we have zeroed down on are "star"
material. Selecting 32 out of them is going to be a major task.
`Crème of India' as we call them is the group that is in
the true sense of term, India's best," says a Zee spokesperson.
All the contestants, flown down and lodged at an undisclosed location
in Mumbai, are being groomed in batches. The channel claims that
some "excellent" television programming has been shot
till now.
Speaking about the ground event Trigunayat offers, "During
the auditions conducted in various cities, we also had a few on
ground activities. It was then that we realised that the event has
helped us build an excellent brand recall. So, taking a leaf from
that learning, we have a special series of on-ground contests in
addition to the multimedia campaign that we will be flagging off
soon."
He further added: "We will be positioning our brand near colleges,
universities, youth hang-outs and running a contest. As prizes,
we will be giving away India's best merchandise like T-shirts, key
chains and pens."
That apart, the channel will soon be distributing Salman Khan masks
across the country with the programme timing printed on the other
side playing up the weekend branding for Cinestar Ki Khoj.
"After the cities best we will be airing the semifinal and
the grooming
session for another 10 weeks. Since the roll out of the programming
will continue till December, we will be chalking out the innovative
marketing and promotions plans as we go ahead," Trigunayat
informs.
Armed with an exhaustive list of promotional activities, the channel
is aiming at creating a loyal set of audiences. But will the viewers
anoint 'Cinestar Ki Khoj' as India's best? Guess it is wait and
watch for now.
Also read:
Zee puts 360º
spin on 'India's Best'
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